Heriana Fitriah, . (2024) PROMOSI DALAM KOMUNITAS “SKINCARE ENTHUSIAST” PADA FITUR GROUP CHAT DI APLIKASI LINE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to explore the promotional strategies of preloved skincare products within the Skincare Enthusiast community on Line group chats using the concept of promotion in marketing communication. The research methodology employed is qualitative with a case study approach. Data collection utilized purposive sampling technique through interviews with selected informants. The collected data were analyzed using Robert K. Yin's explanation building method. Through the analysis of interviews with three respondents, this study reveals significant findings regarding the effectiveness of promotions in this context. Promotional steps undertaken by the respondents include uploading product photos, providing information on ingredients, purchase dates, benefits, expiration dates, and reasons for selling the products. However, sales outcomes indicate that only one out of three respondents successfully sold products effectively, suggesting the need for improvement in promotional strategies. Furthermore, the use of Line as a promotional platform is considered suboptimal due to inactive members and a preference for other shopping platforms. These findings underscore the necessity for innovation in promotional strategies to adapt to the dynamic digital market and evolving consumer preferences. Therefore, sellers of preloved skincare products are encouraged to continually develop more innovative and effective promotional approaches, while continuously monitoring and adjusting their strategies to remain relevant in digital communities such as the "Skincare Enthusiast" Line group. Keywords: Marketing communication, promotion, community, Line.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810411162] [Pembimbing: Maria Febiana Christanti, S.Sos, M.Si] [Penguji 1: Dr. Drina Intiyaswati, M.Si] [Penguji 2: Garcia Krisnando Nathanael, S.Sos. M.Si] |
| Uncontrolled Keywords: | Keywords: Marketing communication, promotion, community, Line. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | HERIANA FITRIAH |
| Date Deposited: | 03 Sep 2024 08:33 |
| Last Modified: | 18 Sep 2024 03:08 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33155 |
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